The American Brand Haagen-Dazs: A Foreign-Sounding Name with a Rich History

Introduction

Haagen-Dazs is a well-known brand in the ice cream industry, often associated with premium quality and a luxurious taste experience. Many may wonder why a brand with such a premium image has a name that sounds so foreign. In this article, we will explore the origins of Haagen-Dazs, delve into the significance of its unique name, and uncover the story behind the brand.

The Origins of Haagen-Dazs

Haagen-Dazs is indeed an American brand founded in 1961 by Reuben and Rose Mattus in Brooklyn, New York.

The name 'Haagen-Dazs' was chosen to be foreign-sounding, combining a Danish and Swedish influence. However, the actual evolution of the name is quite interesting. Reuben Mattus, a Jewish-Polish immigrant, intended to have a Danish-sounding name for his ice cream. This decision was likely influenced by his admiration for Denmark's treatment of its Jews during the Second World War and the country's reputation for high-quality dairy products. The Mattus family decided to create an exotic-sounding name to convey a sense of luxury and exclusivity.

Creating the Unique Name

The name 'Haagen-Dazs' is not based on any specific language or meaning. In fact, the name itself means nothing in any language, which is why it has such a foreign sound. Mr. Mattus used a creative method to come up with the name. He sat at the kitchen table for hours, saying nonsensical words until he hit upon a combination he liked. This unique naming process ensured that the name was both catchy and original. Here's a closer look at the name:

Haagen: This part of the name was given a Finnish or Scandinavian-sounding appearance, despite the brand being American. Dazs: The name 'dazs' is derived from 'dazs,' which means 'to do' or 'to make' in some languages, but it serves no specific linguistic purpose in creating 'Haagen-Dazs.'

It's worth noting that the pronunciation of 'Haagen-Dazs' ignores the letters 'outhouse' or 'toilet,' as many people attempt to pronounce it as if it were a foreign language. This further adds to its mystique and exclusivity.

Meaning and Intent Behind the Choice

Haagen-Dazs is not the only brand that has chosen a foreign-sounding name. In general, many luxury brands leverage this strategy to create a sense of exoticism and premium quality. For Haagen-Dazs, the goal was to sound sophisticated, almost as if it were an exotic delicacy from another country.

Despite being an American company, Haagen-Dazs was given a Scandinavian-sounding name to support a premium price point in the ice cream category. This decision was made with the intention of positioning the brand as high-end and exclusive, a characteristic often associated with imported goods.

Conclusion

In summary, Haagen-Dazs is an American brand with a fascinating backstory behind its name. The choice to use a foreign-sounding name was driven by a desire to create an illusion of luxury and exclusivity. While the name 'Haagen-Dazs' may sound foreign, it serves the purpose of distinguishing the brand and positioning it as a premium player in the ice cream market.

Understanding the history and intent behind a brand like Haagen-Dazs not only provides insight into the marketing strategies used in the food industry but also enriches our appreciation for the diverse and often rich stories behind beloved products.